Social Psychological Theories Of Compuul Buying Behavior

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Theories defining compulsive buying behavior

In literature compulsive buying behavior is studied under individual social psychological perspective and individual psychological prospective mainly. Socio-cultural theory, social learning theory, social cognitive theory, social comparison theory, Affluenza falls in social psychological perspective while as Symbolic self-completion theory and other psychological theories belongs to individual psychological prospective.

Symbolic Self-Completion Theory

Wicklund and Gollwitzer’s (1982) advocated self-concept as the fundamental notion which induce consumer to go for impulse buying. Social psychological function is fulfilled by impulse purchase when it leads to enhanced self-image so consumer purchases
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Underlying assumption of behavioral learning is that individual’s specific behavior is under the influence of environment but cognitive learning proposes that consumer behavior is significantly influenced by psychological factors. Cognitions and internal thoughts interlink learning theory with cognitive developmental theories. Conclusively social learning advocates that both environmental and psychological factors influence consumer behavior. According to social cognitive theory individuals learn behavior through the interaction of environment and personal characteristics (Rotter, 1990; Stewart, 1994). It also explains how individuals develop and sustain specific behavioral pattern. In contemporary complex environment contribution of social cognitive theory is significant in developing understanding of effective learning processes for behavior learners. It also explains that individuals acquire knowledge through observation and social interaction (Groome, 1999; Moital, 2006). In social cognitive perspective individuals are controlled by internal and external stimuli in developing their behaviors. Social learning is a continuous process and depends upon three components cognition, behavior and environment (Parraga, 1990). Human are considered as both products of the surrounding and developer of…show more content…
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